New Product Entry into U.S. Market Term Paper Example | Topics and Well Written Essays - 2500 words

New Product Entry into U.S. Market - Term Paper ExampleIn the present study, the marketing environment of the target companies will be studied and their situation will be analyzed. Proper strategies will be made for origination into the target market. Situation Analysis Steel cables are generally two or more cable wires bonded with each other in symmetry. They are use for various purposes such as towing, lifting or conveying etcetera Steel wire cables are used in almost all big galvanizing and outdoor(a) equipments such as rises, escalators, big machines for holding equipments etc. It can be easily said that these steel cables are one of the building blocks of the outdoor electronic equipments like elevators and other construction equipments. In the present situation analysis, three companies will be selected who are the largest manufacturers of elevators and similar electronic equipments in US. The option will be based on size of the gild, number of employees, sales figures, l ocation and distribution, major products manufactured and the purchasing process. 1. capital of Delaware Corporation The first company selected is Dover Elevator Systems Inc., USA, which is an arm of Dover Corporation. Dover is known as the largest manufacturer of elevators in US. The other operating divisions of the corporation are communications, vapor recovery, electronics etc. The elevators manufactured by Dover are mainly used by hotels, apartments, department stores, hospitals, factories, railway stations, medium high rise developments such as office, suffering cost flats etc (Dover Corporation, 2012). Dover follows a normal purchasing request which is demand supply process. Demand is estimated according to pre-production analysis and supply process is initiated in cycles. geographical markets- apart from United States, Dover has its operations in many countries such as Mexico, Malaysia, and Australia etc. Apart from distributing as a wholly owned brand, Dover has its distri bution in many countries as third party distributors, franchisee and tie-ups. Dover elevators are distributed in all major countries of Europe, Asia and majority of UK. Distributors- Dover operates through some(prenominal) independent and local distributors. One unique strategy which Dover applied was that both their names as well as the local distributors name were engraved in the installed equipment. This helped the organization to gain a local advantage. The presence of national distributions helps the company in reaching a wide geographic distribution over the country. 2. Otis Elevator Company Otis Elevator Company is considered as one of the biggest manufacturer of vertical transport system. The company is headquartered in Farmington, Connecticut, USA. Major manufacturing factories are established in America, Asia and Europe and it has distribution in more than 200 countries. The company also owns two testing towers, one located at its headquarters and another in Japan (Otis Elevator Company, 2013). The company specializes in elevators, escalators and moving walkways. Apart from this, the company is also engaged in providing elevator solutions and immediate services to any issues regarding safety and communication. Distribution- the distribution occurs through many sales channels. The